Giving Compass' Take:

· Rebecca Oran and Octavio Medina propose some effective methods the government can apply to their communications regarding COVID-19.

· How can organizations apply this strategies to effectively communicate throughout the pandemic?

· Check out this article about the reign of misinformation during COVID-19.

Since the onset of the COVID-19 pandemic, many public benefits programs in the United States–such as the Supplemental Nutrition Assistance Program (SNAP), the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), and the Temporary Assistance for Needy Families (TANF)–have been working day and night to adjust to ongoing changes in their respective rules, eligibility requirements, or operating procedures. Adapting to such changes is critical to ensuring not only that their current clients keep benefitting from critical programs and services in a time of extreme hardship and uncertainty for the nation, but also that newly eligible people can enroll in and access such services.

Good messaging is key to keeping current and potential beneficiaries informed and updated, as well as ensuring the general public is informed. But what’s the best way for states to communicate these changes?

Since the crisis started, we’ve been working with state agencies to help make their communications on public benefits more effective. Below are four principles that we’ve applied in our work that could be useful for other governments and benefits agencies to keep in mind when designing effective messaging around COVID-19.

  1. Don’t repeat the myth
    Due to the fluid nature of this crisis, there are a lot of myths circulating online about public benefits programs, and agencies may be tempted to address them in their messaging. However, putting out “myth buster” communications can backfire and actually perpetuate the myth. Evidence suggests that repeated falsehoods stick, even if we know they’re not true.
  2. Make guidance clear and actionable
    As new policies and procedures are released at a rapid pace, states will also need to communicate the changes to existing and prospective participants. Here, small psychological hurdles like complex wording or ambiguous next steps can make it hard for the audience to understand the guidance provided, or what actions they should take. This will reduce the likelihood that they follow through on the action required.
  3. Provide alternative actions
    Often, communications will involve asking your audience to refrain from taking an action, like panic buying groceries in the face of the COVID-19 pandemic.
  4. Highlight the benefit or harm
    In responding to the pandemic, state agencies are also tasked with providing guidance to a variety of audiences beyond their usual scope. In recent weeks, states have issued guidance on a wide range of topics, from best practices for staying healthy and safe, to shopping tips.

Read the full article about COVID-19 communications by Rebecca Oran and Octavio Medina at ideas42.